HP, Lexmark and Epson take note. Splashing out marketing funds in a bid to build brand awareness is pointless when it comes to buying a printer.

According to the most recent PC Advisor interactive poll a mere 4.5 percent of respondents indicated that brand was their major consideration when buying a printer.

More than four times as important is the issue of running costs, cited as the number one concern by nearly 20 percent of voters. Only 11.1 percent, by contrast, believed overall price to be of primary importance.

Way out in front was the print quality brigade, racking up a storming 65.3 percent of the total 818 votes.